While the fund house previously worked with a variety of local agencies, its regional senior VP of marketing, Brian Henderson, noted that the alignment with Publicis would allow Fidelity to "build our brand and business in the region".
The business will be hubbed out of Sydney and headed by Publicis team leader Tony Gardner, who noted that the key would be to understand the appropriate nuances of local markets. "Our strategy is to build the Fidelity brand and business at the local market level, while pan-regional activity is a possibility.
The business will be hubbed out of Sydney and headed by Publicis team leader Tony Gardner, who noted that the key would be to understand the appropriate nuances of local markets. "Our strategy is to build the Fidelity brand and business at the local market level, while pan-regional activity is a possibility.
"Fidelity sees the business of funds management as requiring a genuine understanding of, and commitment to, individual markets." Gardner added that while a new brand position was not being planned, "our task is to use best-of-breed marketing to effectively interpret the brand in local markets while remaining true to its values".
"We are really thrilled to have won this one, given the potential of the Fidelity brand and its business model in the field of funds management," added Publicis regional chairman Guillaume Levy-Lambert.